I have tackled Dove’s “Real Beauty” Campaigns before, challenging their appropriation of body positivity and the assumption that their brand is somehow better at tackling body image issues than other brands, like Victoria’s Secret. This week, Dove came out with a new video as a part of their “Real Beauty” Campaign. It shows an FBI sketch artist drawing women as they describe themselves and then again as a “new friend” describes them. The video’s purpose is to demonstrate what most people already know: women have low self-esteem and think they are uglier than they actually are. Alexandra Brodsky over at Feministing has covered some really important points about Dove’s new marketing campaign–mainly the fact that it reinforces standard Western beauty standards and prescribes to the “One Direction” formula for beauty: “You don’t know you’re beautiful…that’s what makes you beautiful.”
Dove is one brand that is owned by the massive multinational corporation, Unilever, whose dozens of brands make everything from soap to ice-cream to cleaning products to teabags. Unilever owns brands like TRESemme, Vaseline, Suave, Noxzema and most noxiously, Axe. Each brand owned by Unilever markets itself individually– of course, this is why we see such faux body-positivity when Dove is advertising soap and such blatant teenage-boy level sexism when Axe is marketing its shower gel.
Dove launched their “Real Beauty” Campaign in 2004 and consumers are still buying it, despite numerous criticisms of the brand’s methods and messages. They are buying it because it is good marketing. It is targeting the people it aims to target–everyday, “average,” (mostly white) women who feel like they do not live up to society’s beauty standards. While we’re on the subject, let’s return back to Alexandra Brodsky’s point that Dove’s “Real Beauty” campaign reinforces Western beauty ideals like thinness, whiteness, and small features (to name a few). Dove’s campaign also targets mostly white, middle-class women. “Real beauty” only applies to a specific kind of beauty–and we can bolster that argument with the fact that Unilever also owns the brand Fair and Lovely, which makes skin-lightening creams that are popular in India because of the globalization of Western beauty ideals.
The solution to the problems and contradictions of Dove’s ad campaign is not to stop buying soap, to protest all Unilever products, or even to reform marketing, as I’ve previously suggested. I’m pretty sure I am drinking tea made by Unilever as I write this. The problems with Dove’s “Real Beauty” campaign are created by monolithic issues like capitalist ideologies, market monopolies, racism, sexism, and the like. But as consumers, we must challenge Dove’s “Real Beauty” campaign by pointing out the contradictions in Unilever’s marketing strategies and telling them that we are #NotBuyingIt!